Case Study #5
Customer Perception of a New Tape Drive
A Fortune 500 firm needs to evaluate potential market acceptance
of its new high-end tape drive and to determine how to best position
it in the marketplace.
SOLUTION: We conducted a research project to
investigate the needs of midrange
high-end tape customers, the challenges of migration and the potential
market acceptance of the new product. We conducted 30 interviews with
potential customers, completed analysis, wrote a report, and provided
practical recommendations. As a result of this research, our client
was able to determine how to best position and launch its new product.
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